ARN’s The Edge has announced it has rebranded to CADA, Australia’s home of Hip Hop and R&B.
From 4pm 31 March, The Edge will expand its current model as a Western Sydney FM broadcaster, to its new national platform, CADA – available on FM in Western Sydney and Katoomba, DAB+ in every capital city, and nationally via iHeartRadio.
CADA will bring Australians closer to culture by serving up inclusive, exclusive, and up-to-date Hip Hop and R&B content across multiple touchpoints, including audio, web, and social.
The multi-platform approach opens CADA’s audience up to non-traditional radio advertisers.
ARN, CADA general manager Emily Copeland said: “We identified a rare opportunity to reimagine The Edge as a multi-platform youth brand, anchored in Hip Hop and R&B and driven by content. While The Edge has always been a big supporter of these genres of music, the launch of CADA marks a milestone moment for artists and fans – a home for Hip Hop and R&B in Australia, and a local, mainstream audio platform dedicated to it.
“The CADA-verse will provide an opportunity for brands and creative organisations to engage with youth audiences at scale, and with authenticity. We are a platform where community passion meets commercial polish, and we have a depth of talent who hold authority and credibility in music and youth culture. Our multi-platform approach provides a range of discovery points for our audience, and allows brands to engage through mutually beneficial integrated partnerships that go beyond audio.”
CADA’s line-up of hosts and creators include, DJ & media personality Flex Mami (Lillian Ahenkan) and comedian & content creator Froomes (Lucinda Price), TikTok creator Avneesha, ARIA nominated artist B Wise, and many more.
CADA’s launch campaign, which will go live on 4 April, features CADA’s team of hosts and creators, as well as some of Hip Hop and R&B’s biggest names. From homegrown stars The Kid LAROI, Tkay Maidza, Youngn Lipz, A.GIRL, and Becca Hatch to Cardi B, Lizzo, SZA, Bruno Mars, and Khalid, the campaign highlights CADA’s commitment to championing artists and their voices.
As well as launching its talent line-up, CADA has also announced its key leadership team. CADA’s general manager, Emily Copeland welcomed new hires Kat Tamayo as head of marketing and Sean Vandenberg as head of production alongside Marty Doyle as head of content and Andy Walsh as head of commercial strategy.
There are multiple points to engage with CADA, from the free iHeartRadio App, FM in Western Sydney, and DAB+ nationally, to Instagram, TikTok, YouTube, and cada.com.au.